The average share of US consumers’ daily media time spent online has risen from about 10% in 2007 to 15% in 2011, and is expected to grow to 16% this year, according to a new report from GroupM. Consumers spent an estimated 1 hour and 12 minutes out of their total of 8 hours in media time online in 2011. TV (55%) remained the dominant medium by time spent, followed by radio (20%). Data from an April 2012 Time study, though, indicates that digital natives spend the majority (51%) of their media time with digital media, while digital immigrants spend about two-thirds of their media time with non-digital media. The Time study defines digital natives as consumers who grew up with mobile technology as part of their everyday lives, and digital immigrants as consumers who first learned about mobile technology in their adult lives.
By comparison, December 2011 figures from eMarketer indicate that the internet (excluding mobile) accounted for a much larger 25.9% share of US adults’ daily media time in 2011, with mobile accounting for an additional 10.1% share. Magazines and newspaper combined for 6.8% share of daily media time, with TV dominant at 42.2% and radio at 10.9%. Read the rest at Marketing Charts.